How a transfer from Australia to Norway takes place

The move of Hana Lowry from Sydney FC Women to Vålerenga Fotball Women is the latest example of how TransferRoom’s new Women’s Marketplace is helping clubs and agencies create opportunities in the women’s game.

Vålerenga, three-time Toppserien champions, identified Lowry as a strong fit for their squad as they continue to strengthen following a competitive domestic campaign.

The initial connection that helped bring the deal to life came at TransferRoom’s Women’s Football Forum event at Stamford Bridge, where Sporting Director Steinar Pedersen met Bradley Rains of CMG Sports.

In that meeting, discussions around markets, players and opportunities helped lay the foundation for future collaboration - with Lowry later emerging as a potential target for the Norwegian club.

From there, the process developed through direct contact between all parties, with Vålerenga progressing discussions after identifying her as a strong technical and tactical fit for their squad.

Steinar Pedersen explained how the deal came together:

“I had a meeting with Bradley in London when I attended the Women's Football Forum event at Stamford Bridge," he said.

"We talked about Scandinavian football, shared contact details, and discussed Hana.”

“After the event then followed our normal recruitment process - watching the player, having meetings, and getting in contact with the club.

"That initial meeting made the process a lot easier and made the deal happen a lot quicker."

Bradley Rains at CMG Sports also revealed how those initial talks made a difference in the move.

"I had been communicating with Steinar for some time around club strategy and player requirements.

"We felt that Hana would be perfect for Vålerenga and once he mentioned that they were looking for a player in the area of the pitch she plays, we started speaking about her qualities.

"A few days after the discussion, they had done their research and we were able to help facilitate the move in the winter window rather than having to wait until the summer." 

Lowry’s move also required careful planning, but once alignment was reached, the deal progressed quickly within the transfer window.

“We had a good conversations with Sydney, they were out of the play-offs and we managed to get her here in time before the transfer window closed to be ready to play for us.”

The deal highlights how Vålerenga are using modern recruitment tools and networks to stay competitive at the top of Norwegian football.

"TransferRoom's Women's Marketplace is an important tool for clubs to have connections and be able to get directly in contact with decision-makers. It makes things easier in the women’s game," he said.

"Also when you attend their events, you increase your network and knowledge about player availability. It’s part of a more modern way of building your squad."

For CMG Sports, the Hana Lowry transfer also marks a continued success from their involvement in TransferRoom’s Women’s Marketplace.

Persis Oteng's loan move from RB Leipzig to Molde was a deal helped facilitated through the same event, making this their second successful transfer opportunity to emerge from connections built at the Women’s Football Forum event at Stamford Bridge in February.

"The Forum was great for a couple of different reasons," he said.

"But being able to get in a room with a host of different people at the same time made things really efficient and allowed us to target certain clubs and leagues for our players.

"The fact we were all together eradicated some need for numerous trips and phone calls."

Pedersen added that these connections are essential for the continued growth of the women’s game:

"It’s about growing closer to each other in the women’s game - building relationships and reaching out across markets. It’s an important part of making the game stronger.”

The move of Hana Lowry shows how early conversations, built through TransferRoom, can turn into real opportunities — connecting a three-time Norwegian champion with emerging international talent on the global stage.

Join the Women's Marketplace now

Clubs from leagues across the globe have already signed up, including a host of big sides in the WSL, Scandinavia, the NWSL, France’s Première Ligue and Germany’s Frauen-Bundesliga, and the global network is growing fast.

Find out everything you need to know, and see how to register for the new Women’s Marketplace on TransferRoom now, here.

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